1. Introduction
Owing to globalization, a person in the Northern hemisphere can go to the store and purchase there
fresh pineapple or a packet of coffee produced in the opposite part of the world. Globalization
processes starting from the early colonial era have been interwoven by growing the mutual
dependence of multiple regional markets by developing and strengthening these relations into
a system we refer to as conventional market (Fryzel, 2009, pp.770-777). However, the process of
globalization did not bring solely positive outcomes. For instance, one of the main sociocultural
negative aspects of globalization is that global culture is being primarily consumption driven
(Fryzel, op.cit). Authors Sud and VanSandt (2012, p.131) point out that free capitalist market aids
the wealth creation, yet it does little to distribute that wealth in a just manner; rather it ascends the
polarization of wealth distribution between the developing countries (Southern hemisphere, Third
World countries) and the developed countries (Northern hemisphere, Western countries).
Ethical concerns over these disparities have been reflected in the notion of ethical consumerism
(Starr, 2009). Yet positive attitude to consume ethically may not lead into real ethical purchase
behavior and authors researching this inconsistency refer to the problem as an ethical consumption
gap (30:3 phenomenon, the Attitude-Behavior Gap or the Ethical Purchasing Gap) (Bray et al.,
2010). In these investigations, factors that act as a hindrance to the ethical consumption and their
recognition are prioritized.
Concept named as ethical sensitivity is considered a precursor of the ethical purchase
decision-making allowing ethical consumption to take place (Hunt and Vitell, 1992, in Sparks and
Hunt, 1998, p.93). Supporting the claim that ethical sensitivity has influence on ethical
consumption, Bray et al. (2011) in their study on factors impeding ethical consumption speculate
over the reciprocity of ethical sensitivity and demographic factors. Where one half of the
researchers claim the causation of these factors, other equal fraction refers to them as poor
indicators (Bray et al., 2011, p.599). The demographic factors having potential influence on the
ethical sensitivity of a consumer ought to be following: age, gender, affluence and educational level.
The gender, female in particular is referred to act upon the increased ethical sensitivity by Parker
(2002; in Bray et al., op.Cit). The latter demographic factor, the level of achieved education,
according to Dickson (2005; in Bray et al., op.Cit) has following correlation: the lower the
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educational level, the higher the ethical sensitivity shall be. To addition, Sparks and Hunt add that
ethical sensitivity is present only if the moral problem is recognized and it is learned through the
socialization process (1998). These controversial statements will be considered both: as an
inspiration for the further research on how to tinker up the ethical purchase gap and as a point of
departure.
Though existing for number of years, lack of clarity and understanding of Fair Trade concept seem
to be major challenges of its consumer recognition. As Hudson and Hudson point out (2003), Fair
Trade promotes the exchange relationship between the developed-world consumer and the
developing-world producer as equal, yet the conditions of southern producers are “glossed over the
shiny pages of fair-trade catalogs”. Albeit numerous organizations have been set up in order to
promote and operate within the Fair Trade concept, its core philosophy is inconsistent with the ways
it is perceived and interpreted. Further, other products which have not been certified by the official
Fair Trade Labeling Organization (FLO), body responsible for Fair Trade accreditation, claim to be
fairtrade. Within the existing information overload on Fair Trade, two official sources a Charter of
Fair Trade Principles and the Fair Trade Glossary will be employed. These documents along with
the literature review on consumer ethical sensitivity shall provide the core information necessary for
the development of multi-approach (economic, social psychological and sociological) perspective
of Fair Trade necessary for clarifying the extend, to which are demographic factors as educational
level and gender influential in ethical consumer behavior.
1.2 Research question
Drawing on the above statements (Firestone, 1990, pp.112-113), working hypotheses (in chosen
paradigm is preferred to use this term over the term hypothesis) were constructed:
a) Ethical sensitivity ought to be higher if lower educational levels were achieved
(LEL ☞ HES);
b) Ethical sensitivity ought to be lower if higher educational levels were achieved (implied)
(HEL ☞ LES);
c) Ethical sensitivity ought to be higher at female gender
(FG ☞ HES);
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d) Ethical sensitivity ought to be lower at male gender (implied)
(MG ☞ LES).
Call for satisfactory exploration of these claims is acknowledged and will be explored in connection
to the consumption of FT products:
This project seeks to explore the problem of ethical consumption gap by employing the ethical
sensitivity as a measure within the Fair Trade concept. In particular, the role of chosen
demographic factors in connection with the ethical sensitivity will be in focus:
To what extend is the achieved educational level as a demographic factor influencing the
degree of ethical sensitivity of a young shopper (potential or current consumer)?
Will the belonging to a female gender be proven to play a role in the increase of ethical
sensitivity?
2. Conceptual framework
Due to the complexity and interdisciplinary nature of the problem investigated as well the research
techniques chosen to employ in the research, conceptual framework consists of several perspectives
on the Fair Trade phenomenon. After broad and in-depth literature review associated with the
chosen subject as well as the research method, re-occurring themes were extracted and serve as
a layout for the conceptual part of the project. This section consists of various complex concepts
each deserving more detail explanation, however for the purpose of this research, it shall be
sufficient to cover them at the introductory level only. First, for the sense of clearer orientation, the
core principles of Fair Trade from the latest official document Charter of the Fair Trade Principles
(FLO and WFTO, 2009) are provided. Inspired by these principles, remaining concepts are
introduced. Second concept describes green marketing and ethical consumption as ideas with
similar objectives and attempts to differentiate the Fair Trade concept from them. Third concept
provides entrepreneurial perspective as it is referred to be case of well-established social enterprise
(Nicholls, 2010). Fourth concept upholds the necessity for Fair Trade market to be analyzed in
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economic terms (Mann, 2008). Fifth concept explains unique price strategy and its function within
Fair Trade market. Sixth concept concentrates on the individual consumers and provides different
standpoints of what it means to consume ethically. Last concept brings scrutiny on the notion of
fairness in general as well as it proposes specific questions regarding the fairness in consumption
and its dubitative format yields the floor to the theoretical framework. As the conceptual framework
is tightly interrelated to the forthcoming theoretical framework, both shall be considered by the
reader as equally important.
2.1 Green marketing and ethical consumption
Specific consumer choices and larger patterns of consumption in the late decades became bull-eye
of ethical scrutiny (Vanderheiden, 2011). Vanderheiden (2011) explains: if the processes by which
the commodity is manufactured, marketed or used cause harm to others, their consumption is
considered morally wrong and should be avoided in the eyes of ethical consumer. Further,
according to Vanderheiden, it is expected that the consumer behavior and personal consumption
choices of this sort are primarily subject to the ethical, rather than prudential considerations. Ethical
consumers deem to be savvy with good command of ethical aspects in connection with their
purchase behavior and are expected to be morally mature individuals.
Forbes posits focus on sustainability to be the link between marketing and consumption ethics
(2011). Two main areas of concern according to the author are: tendency of business to market
products that consumers may not need; and tendency to market commodities produced by
questionable practices. Former tendency is associated with over-consumption and latter supports
realization of the products under unjust conditions. Conscious attempts to avoid either one of these
tendencies is labeled as green marketing and Forbes (2011) provides an evidence that green
marketing, given Fair Trade as an example, can achieve economies of scale; as well as find
a suitable consumer base.
Nicholls (2010, p.246) defines ethical consumption as “the product and purpose of markets that
aggregate consumer-provider (demand-supply) exchange transactions for goods or services that
have a normalized notion of social and/or environmental benefit”. Therefore ethical consumption
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can be understood as an economic space where the ethical consumers intentionally purchase
products that have added social and/or environmental value over the rest of the products available.
2.2 Fair Trade principles
According to the Charter of Fair Trade Principles (FLO and WFTO, 2009) the core principles are
following:
I. Market access for marginalized producers;
II. Sustainable and equitable trading relationships;
III. Capacity building and empowerment;
IV. Consumer awareness raising and advocacy;
V. Fair Trade as a „social contract“.
Fair Trade aims to be consistent at the level of these principles and values but flexible at the level of
implementation (FLO and WFTO, 2009, p.5). For this reason, formulation of a single universal
definition of Fair Trade is steadily accompanied with difficulties and unease. However, in order to
bring about sufficient explanation of Fair Trade phenomenon, it will be explained with help of
taking following perspectives.
2.2.1 Fair Trade as a subset of ethical consumerism
“Fair Trade is often seen as an influential subset of a larger set of exchange practices typically
known as ethical consumption” (Barrietos, 2000; Bird and Hughes, 1997; Cowe and Williams,
2000; Shaw and Clarke, 1999; Smith and Barrientos, 2005; Strong, 1996; in Nicholls, 2010, p.245).
According to Nicholls (2010, p.248), “Fair Trade has taken ethical consumption beyond a niche by
“radicali[z]ing a market-driven model” and challenging the existent economic norms. Also,
Connolly and Shaw (2006, p.3527) conclude that most of the definitions of ethical consumerism
have tendency to integrate fair trade and environmental concerns.
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2.2.2 Fair Trade as a form of social entrepreneurship
Social entrepreneurship, sub-discipline within the field of entrepreneurship, “focuses on those
situations where the goal of the entrepreneur is a social mission, an effort to change the way society
meets its needs” (Lumpkin and Katz, 2011, p.xi). While other forms of entrepreneurship are linked
to the innovation, social entrepreneurship seeks those with social impact; and is found where social
change meets business necessity (Lumpkin and Katz, 2011, p.xi-xii). Having a social mission is
considered to be a central attribute of a social venture (Certo and Miller, 2008, p.270). Major
difference between the social entrepreneurship and other forms of entrepreneurship is that classical
forms of entrepreneurship go against the principles of sustainability in general (Lumpkin and Katz,
2011, p.xiv). For the social entrepreneurs, the social values are not associated with the profit,
instead, they involve the fulfillment of basic needs such as provision of water, food, shelter,
education, and medical services to those who are in need (Certo and Miller, 2008, p.267).
Nicholls, prominent author within the field of social entrepreneurship, refers to the institutional
change driven by FT as “a form of social entrepreneurship innovating within and beyond existing
conceptuali[z]ations of ethical consumption” (2010, pp.241-242). Nicholls and Cho (2006; in
Nicholls, 2010) define social entrepreneurship as:
a product of individuals, organizations and networks that challenge conventional
structures by addressing failures and identifying new opportunities in the
institutional arrangements that cause the inadequate provision or unequal distribution
of social and environmental goods.
Fair Trade defines itself primarily as “a response to the failure of conventional trade to deliver
sustainable livelihoods and development opportunities to people in the poorest countries of the
world” (WTO and FLO, 2009, p.5). In regard to both definitions, common grounds of Fair Trade
and social entrepreneurship can be found. Central to this conjunction, word failures is to be found:
as Fair Trade addresses specific failure of conventional trade to provide the fair conditions all
concerned, social entrepreneurship seeks for an opportunity to act in order to battle this failure.
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2.2.3 Fair Trade in market terms
Criticism, that the analysis on Fair Trade is done mostly from sociological or political perspectives,
while the importance of economical approach is often ignored, was expressed in Mann (2008).
When considering the Fair Trade in general as a market, economical perspective seems to be
adequate to employ. The following illustration based on Yanchus and de Vanssay (2003; in Mann,
2008) aims to anchor the FT market (FTM) in relation to the conventional globalized capitalist
free-trade market (CM):
Fair Trade market does not exist separate from the conventional market (1) neither it forms a cross
section with it (2), but it is situated within the conventional market (3) and therefore supports the
claim of a single market existence.
Building on the claim that Fair Trade market exists within the current market, the prices paid to the
producers for Fair Trade items are higher than the world market price. Since Fair Trade market rests
upon market forces as conventional trading, Mann (2008) considers Fair Trade a deviation from the
market equilibrium. This is due to differing prices of same commodity (regular and Fairtrade coffee,
for instance) existent within the conventional market. Also, Levi and Linton express that supply on
Fair Trade market exceeds the demand (2003; in Mann, 2008, p.2035) and this notion violates the
market equilibrium.
In addition, incorporating the existence of protectionism, Maseland and De Vaal (2002, p.150)
conclude ”whether or not fair trade is superior to free trade or protectionism is highly dependent on
a number of characteristics of the products to which fair trade is applied as well as on the context
within which international trade takes place”. Since Fair Trade’s use of mechanisms commonly
employed in conventional market is impossible to fully overcome, its efforts to distinguish itself
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simultaneously represent its caveats, often met with feelings of cynicism and skepticism.
2.2.4 Fairtrade Price
“Fairtrade Price means the total price paid to producers and includes FT Minimum Price and the
FT Premium.” (Richert and Xeller, 2011, p.5) Higher prices of FT products in comparison to the
prices of ordinary products take into account the FT premium which the FT consumers are willing
to pay for.
Fairtrade Premium represents an amount paid to producers in addition to the
payment for their products. The use of Fairtrade Premium is restricted to investment
into producers' business, livelihood and community […] or to the socio-economic
development of the workers and their community. […] Its specific use is
democratically decided by the producers (Richert and Xeller, 2011, p.5).
Willingness-To-Pay (WTP) is “the maximum amount that an economic agent is willing to pay to
acquire a specified good or service” (Dictionary of Economics, 2009). In the case of FT products
WTP can be explicated as a readiness, freedom or disposition to purchase along with the physical
qualities of a product, an added social value by the consumer. The social value of FT products sees
the FT Premium as a form of money provision from the consumer back the producers, leaving them
a free choice of how to spend it in order to enhance their conditions and society in general.
As the producers of FT commodities come from different social backgrounds and some are better
off, the prices of their produce will be higher since more money is required to sustain decent social
lives (Mann, 2008). On the other hand, if the primary aim of FT is to support disadvantaged
producers and reduce poverty (WFTO and FLO, 2009, p.11), it shall be logical to concentrate on the
poorer producers in order to sustain the principle of fairness. These poorer producers require less for
their produce and therefore the prices will be lower. This corresponds with the Mann’s proposal for
FT to aim at reaching the lowest possible production price as a tool for achieving greater efficiency
in the market (2008). FT organizations shall therefore seek for the poorest producers to join the
market and benefit from it.
Yet, the main obstacle for the poorest farmers is the requirements themselves. The entry barriers in
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form of standards of production, product standards, restriction of hazardous substances use (FLO,
2012) and considerably complex paperwork procedure that is necessary to for accreditation in
addition,
cannot
be
disregarded.
Ironically,
Fairtrade
International
(FLO),
as
a “multi-stakeholder, non-profit organization focusing on the empowerment of producers and
workers in developing countries through trade” (Richert and Xeller, 2011) is the body posing these
barriers/requirements.
2.2.5 Fair Trade consumers
In the context of ethical consumerism, Fair Trade consumerism in specific, it seems essential to
grasp the perspective of the individuals who perform these behaviors. In the case of Fair Trade
market, general expectation from the demand-side is stated: its consumers come from affluent
countries (more economically developed countries, Northern Hemisphere).
However, if we return to the idea of sustainability which is central to both, two distinct
interpretations of how to consume emerge (Connolly and Shaw, 2006, p.359). On one hand,
sustainability is viewed as selection of more ethical alternatives; yet reduction of the levels of
consumption is viewed as sustainable as well. While latter interpretation is referred to by Connolly
and Shaw as voluntary simplicity, the former interpretation provides potential for Fair Trade
consumption. Two explanations for divergent interpretations of ethical consumerism are ascribed to
the complexity of the issue to be comprehended; and information overload from the side of
marketing communication (2006, p.360). Adams and Raisborough conclude that consumers
negotiate understandings of the relationship between ethics and consumption in
practice in a complex and uneven co-mingling of doubt, skepticism, positive regard
and wider definitions of ethical practice, which include emphasis on the ‘local’ (2010,
pp.257-258).
In order to exempt Fair Trade consumerism from the differing interpretations of ethical
consumerism, it is necessary to omit practices labeled as consumer resistance, boycotting, consumer
rebellion, counter-cultural movements and non-consumption; and remain in the segment of ethically
concerned consumers who still want to participate in general market (Shaw and Riach, 2009,
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p.1052). Authors Shaw and Riach further vindicate this exclusion: “in many cases it is market
engagement rather than rejection that can be witnessed in the substantial markets that have been
created to represent these value alternatives" (2009, pp.1053-1054).
2.3 Question of fairness
Although fairness is a term central to the project, a strong need for its conceptualization exists. De
Herdt and D'Exelle (2009, p.152) define fair in a slightly provocative manner: “fair is something we
ask others to be. It is an injunction to act in particular way.”
Supposedly, if something is not subjectively perceived as correct, just or acceptable, it is implicitly
unfair and therefore the actors responsible for this unease shall show greater concern and adjust
their behavior in more acceptable manner. However, in some cases comprehension of fairness does
not remain in subjective field but it is ascribed to the others in general or those whom we care for to
some extend at least. The need for fairness may occur naturally in connection to the others; on the
contrary, it can be understood as a projection of our own needs on the others.
In Herdt's and D'Exelle's views, (2009, p.152) puzzlement over the fairness injunctions brings forth
three kinds of questions:
1. What moves people to act fairly?
2. What moves others to injuct others to act fairly?
3. What do people mean by fairness?
Based on the in-depth reading of the literature on ethical consumption and Fair Trade consumption
(Maseland and De Vaal, 2002; Fridell, 2007; Mann, 2008; Adams and Raisborough, 2010; Bray et
al., 2010; Sud and VanSandt, 2012), two sets of questions can be added:
 Can be consumption ethical? Is consumption unethical in its nature?
 How fair is Fair Trade? Is it only a symbolical fairness?
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3. Theoretical framework
Following theoretical framework is based upon provided Fair Trade philosophy and conceptual
framework, and in this combination, it is intended to employ the theories with potential for effective
measurement of reciprocity between the ethical sensitivity (including ethical consciousness) and
chosen demographic factors (achieved levels of education, gender) in forthcoming empirical
research. As indication of ethical sensitivity requires clarification of the notion it operates with, the
notion of morality is discussed. General clarification of morality perception is followed by the
morality perception within an individual, taking self-identity and ethical obligation as tools for its
measurement. Next, theory of de-commodification is introduced as Fair Trade‘s counter-reaction to
the process of commodification and attempt to re-bond the producer and the consumer. Last theory
is inspired by the cases of active consumer participation in fair market development. Its interest lays
in comprehension of consumer activism, political features of purchasing behavior and buycott as
a unique protest enactment in purchase behavior of the Fair Trade consumers. These theories along
with the concepts from the previous chapter are expected to serve as a prerequisite for conducting
the intended research.
3.1 Sense of morality
Taking initial point in the premise that “mind is active, rational and constructivist, […] morality
must then be inductive and creative in nature rather than compliant and rule deductive” (Haan,
1983, p.227). Haan further argues that morality cannot be viewed as prohibition; people's moral
thinking and decisions as well as their enactments serve equity-promoting intentions sourcing from
the social nature of human life (1983, pp.230-238). In this view, we perceive the nature of morality
to be subjective and sourcing from an individual rather than seen as fulfillment of external set of
norms. If morality is of internal rather than external nature, it is appropriate to study this notion
further where it sources from
an individual.
3.1.1 Moral self-perception
Compensatory ethics, a stream within the ethical science, grasps moral behavior as a product of
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constant compensation process between two extremes: self-identity and ethical obligation (Mazar
and Young, 2010; in Gino and Margolis, 2011, p.146). Achieving this equilibrium point requires an
implicit calculation of self-perception. Based on the mentioned authors, moral self-perception is to
be influenced pro-actively by good behaviors and counter-actively by bad behaviors. In this view,
behaviors with subjective positive value will motivate us and the behaviors with subjective negative
value shall restrain us in our behavior. Also, it is crucial to be conscious of the fact that behaviors
are ascribed positive or negative values subjectively by each individual.
Nevertheless, the sense of morality cannot be discussed, if the moral aspect is not recognized by an
individual. In this case, individual on whom the theory focuses on is the consumer. According to
Fullerton et al. (1996; in Freestone and McGoldrick, 2008, p. 446), „consumers overall do have
moral values and do not tolerate ethical abuses“. Claim that notion of morality as well as ethical
sensitivity are to be found at consumers in general, pre-approves the choice of theories of
self-identity and ethical obligation and their application in the research of ethical sensitivity in
relation to demographic factors within the segment of young shoppers, (potential or current Fair
Trade consumers).
3.1.1.1 Self-identity and ethical obligation
Feeling powerless and anxiety-ridden, ethical consumers can turn towards purchasing
fair-trade goods on the market, both to somewhat appease their feelings of
powerlessness, and to construct their own self-identity as 'ethical' people (Fridell,
2007, p.89).
If the feeling of powerlessness drives the consumption of FT products, it can evoke a sense of
fulfillment of a need for accomplishment and serve this consumer as amends. Narcissistic
self-validation, a need to validate ones impact, is commonly perceived as an explanation of the
motivation of Fair Trade consumers of such purchase decisions (Fridell, 2007, p.89). Oxford
Dictionary of English (2010) defines Self-identity “as the recognition of one's potential and
qualities as an individual, especially in relation to social context“. In the case of chosen participants,
self-identity recognized and expressed by them shall serve as means for communicating their ethical
selves. In these settings, statement of an individual whether his or hers purchase of Fair Trade
products is perceived as significant, shall reflect perceived self-identity as well as the perceived
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impact of own actions.
Ethical obligation, existent within normative ethics, falls into teleological category because its
practice is driven by the positive expected outcome; and this goodness value is considered a main
criterion of the ethical value of such behaviors (Encyclopædia Britannica Online, 2012). However,
because the expected outcome is positive, it does not deduce that these behaviors are necessarily of
voluntary nature. Anxiety, in the context of above citation as an unpleasant feeling when one is
being expected to act in certain manner because of its foundation on norm, can as well lead into
ethical consumption; if the pressure to act in accordance with these norms is felt. Such external
pressure can be directed towards individual from peers, family members or authorities, leading into
conformity acts ranging from expression of positive claims about FT to the actual purchase of FT
products.
3.2 De-commodification
Continuous process of commodification, in which the commodities have lost their primary
connection to the workers who actually produced them (Fridell, 2007, p.82), is considered to be
responsible for the situation where shoppers are not fully aware of what stands behind their actions
as consumers. This process of de-personalization of commodities was initiated during the colonial
period when the internationalization of trade has took place and has reached its peak in the modern
globalized capitalist economy characterized by mass consumption (Hilton, 2008). The outcome of
this process termed as capitalist fetishism, has been criticized by many authors, Karl Marx being
the most influential; and it found application in Third World studies (Dictionary of Sociology,
2009).
By contrast, emergence of de-commodification labeled as ethical consumption takes place. This
counter-response of Fair Trade model is a symbolical attempt to counter the fetishism of
commodities, where social relations among people appear as relations among things (Fridell, 2007,
p.83). Therefore, de-commodification is an approach consistent within the Fair Trade concept
seeking how to realize itself on the global market by re-establishing the connection between the
producer and the consumer. The degree of achieved de-commodification by Fair Trade is expected
to play important role in measuring the perception of connection with the producer from the
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consumer’s perspective.
3.3 Consumer activism
In need for understanding the activists, we view them as “socializing agents, experimenting with
methods of fostering social responsibility and social ethics in the population at large” (Flacks, 1983,
p. 352). According to Flacks, activists are perceived as individuals with “higher” value due to their
willingness to take responsibility; sacrifices made for the greater social welfare; dedication to
causes beyond their immediate private sphere; and concerns with the consequences of their actions
for the society and for the future (1983, p.348).
Consumer activism has evolved over the years, taking variety of the forms, yet sustaining right
consciousness and interest in consumer segments as its core characteristics (Dermody, 2010). Its
actors, consumer activists, are cause-oriented in the meaning that they seek about a change within
the marketplace (Dermody, 2010). In particular, their aim according to Dermody is to reintroduce
morality to the marketplace, specifically the global implications of consumerism, through
awareness creation awareness and cultural change among individuals, societies and organizations
(2010).
Consuming ethically carries certain political features:
By focusing on the global political issues surrounding the natural environment, and
the welfare of people and animals, these activists politicized themselves, and thus
their consumption choices and behavior have become political acts. (Dermondy,
2010)
The political feature enables individual consumers to come together and to voice over their
concerns. The Fair Trade movement claims to inform the consumers of the need for social justice
and the opportunities for change (FLO and WFTO, 2009, p.7). Thanks to the support from its
consumers, Fair Trade organizations take the position of campaigners and advocates of wider
reforming within the international trading rules to bring about just and equitable global trading
system (FLO and WFTO, 2009, p.8).
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As the Fair Trade movement acknowledges its strength and influence thanks to its supporters, Fair
Trade organizations communicate this appreciation:
The Fair Trade movement is conscious of the trust placed in it by the public and it is
committed to developing and promoting the highest possible standards of integrity,
transparency and accountability in order to maintain and protect trust (FLO and
WFTO, 2009, p.11).
The attitude of Fair Trade organizations towards the Fair Trade consumers shall unify them in their
individual purchase behaviors and provide them a sense of collective behavior. It is my intention to
seek whether the participant perception of Fair Trade movement will be expressed as collective or
in isolation.
3.3.1
Buycott
Fair Trade is unique in its way of encouraging and enabling consumers to take regard to the social,
economic and environmental consequences of their purchasing (FLO and WFTO, 2009, p.11).
Further, ethical consumption has also has an important if controversial impact by transforming
purchase behavior into an individual political act. As some individuals are repulsed by politicization
of daily life activities, Fair Trade provides an elegant solution to this ambush. By connecting
individual consumption choices with collective action, Fair Trade
“brings a coherent set of meanings that evoke social justice and established
operational mechanism for delivering development objectives [...] Protest is
reinvented as market action at the same time as markets are reconfigured according
to political-social justice rather than profit maximizing norms (Nicholls, 2010,
p.248)
Through the combination of buying and protesting, purchase of Fair Trade products via buycotting
implies the attitude of its actors in following ways:
 High concern over the ethical issues arising from conventional market;
 Support of the commodities produced under just conditions;
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 Support of the commodities produced in sustainable environments;
 Disapproval with other available choices which do not guarantee these fair conditions.
Nicholls concludes these implications to be motivators of highly concerned consumers to join the
Fair Trade movement and participate in it in order to be part of the collective action that generates
social and economic connections (2010, p.248).
4. Methodology
Working hypotheses indicated that observed problem requires to be grasped from multiple
perspectives as well as the complexity of selected concepts and theories called for the
introductory-level coverage in order to provide necessary problem knowledge to the reader. With
stress put on simplification as a form of deduction processes, its importance lays in the knowledge
accumulation. Once the problem formulation, concepts and theories are explained and linked,
initiation of qualitative research strategy employing inductive processes can commence.
Conducting research in qualitative form is often in conflict with the quantitative research practices.
In terms of relation to theory, criteria, limitations and generalization, qualitative social scientists
developed so-called mutated equivalents. For instance, strength of this study is considered the offer
for a reader to assess its results in accordance with his or hers paradigmatic beliefs. Therefore
generalizability of the findings as well as the goodness criteria of validity, replicability and
reliability is in this instance aimed to be covered in the notion of transferability (Marshall, 1990,
p.198; Firestone, 1990, p.113). Clear and detailed explication of the researcher's steps throughout
this study aims to provide transparent information on how results have been achieved; as well as
leaving to the reader him-or-herself to assess and evaluate the results in own manner (Marshall,
1990, p.193). Weaknesses of the research are referred to as limitations.
Following sections cover the methodological considerations of intended research. First, considering
the importance of researchers’ paradigmatic standpoint on his or her work, it is intended to state
clearly the researcher's perception of social reality along with the expected level of comprehension
of social reality. In generalist view, methodological implications the researcher holds are equivalent
to those of interpretivist or (if considered as equivalent) constructivist paradigms. In the following
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section, the choice of qualitative research strategy and the relation of this strategy to
deductive-inductive approach will be discussed. Further, the choice of focus group discussion as a
research method followed by the sampling considerations and stimuli materials use in the research
method will be explained and justified. Next, the considerations of limitations and the notion of
transferability of this research will be explained and justified. Final part of this section will aim for
plain and comprehensible explanation of the system (based on working hypotheses, conceptual and
theoretical frameworks) which will be employed for the analysis of conducted data.
4.1 Ontological and epistemological considerations
Research in social sciences does not enjoy uniformity in consideration of its nature and functioning
by scientists, as it does in natural sciences. In order to prevent incompatible results, it is important
for social scientists to clarify their basic perceptions of the social world. For this purpose, social
scientist expresses his or hers paradigm constituting of ontological and epistemological stances
(Guba, 1990, p.18; Bryman, 2008, pp.13-19):
Ontological question inquires about reality, in more specific: What is the nature of social reality?
When posing the epistemological question, we are interested in the nature of the relationship
between the knower (the inquirer) and the known (or knowable): What is the relationship between
the researcher and the reality?
My answer to these fundamental questions will be in accordance with the interpretivist and
constructivist researchers Carson et al. (2001, pp.4-7): There is no single reality; the reality is
socially constructed instead of objectively determined. Individuals do not have direct access to the
world; however their knowledge of this perceived world is meaningful in its own terms. Use of
appropriate interpretivist (constructivist) research techniques will provide access to real world.
Since this access can be achieved, the knowledge can be investigated and interpreted.
Further, a need for differentiation from certain generalities posed by preceding and opposing
positivist approaches is felt. First, interpretivists’ focus is not on explaining as the one of positivists,
but rather on understanding of what is happening in the given context (Carson et al., 2001, p.5;
Bryman, 2008, p.15). Second, as interpretivists respect the differences between people, their
strategies respect these differences and acquire rather subjective relationship between the researcher
and participants in order to grasp the subjective meaning of social action; whereas positivists
strongly confront any subjectivity in the research (Bryman, 2008, p.16).
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4.2 Research strategy
As the research of the social world through the eyes of interpretivists and constructivists requires
subjective approach, measurement techniques producing facts and figures are not suitable in this
case. Rather, general tendency to employ qualitative research strategies prevails. Qualitative
research and its role within the theory tends to be inductive in general; however Bryman and Bell
refer to cases in marketing and consumer research, where the intention was to test rather than to
generate theories (2007, p.29).
Positioned in-between the intention of testing the theories and generalizing for theory-building
(Bryman, 2008, p.11), I employ the combined deductive-inductive approach. Albeit deductive
approach is inferior to the inductive approach in this project, it engages in the early stages of
research: literature review of the Fair Trade concept; ethical considerations in consumerism; search
for the theories applied to the Fair trade consumption; and the formation of the “working
hypotheses” that set the ground for the research questions. Also, use of deductive approach shall be
of potential convenience due to the inconsistency of approaches (economic, social psychological
and sociological) to the problem of interest (Andorfer and Liebe, 2011) and the need to recognize its
holistic nature. Inductive approach concerns the stage of empirical research, superior to this
project. Need for supplementing the available theories found as deficient and limited in explaining
the researched problem, is considered sufficient justification for its employment.
4.3 Research method
Focus group as a direct qualitative research procedure enjoys increasing popularity in marketing
and consumerism studies (Malhotra et al., 2010, p.173; Carson et al., 2001, p.113; Andorfer and
Liebe, 2011, p.420). This research method was chosen intentionally because of its features: specific
theme or topic is explored in depth; and interest is stressed on how people respond on each other`s
views and build up a view out of the interaction that takes place within the group (Bryman, 2008,
p.473).
Since (according to interpetivists and constructivists) researcher's knowledge of the individual
ethical sensitivity concerning ethical consumption of Fair Trade products is minimal without
qualitative examination, focus group serves as a method for gaining improved and in-depth
understanding.
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Premise that ethical behavior begins with the perception of an ethical problem (Bray et al., 2011,
p.598) in given case requires the acknowledgment of ethical issues connected with consumption, if
the ethical sensitivity of an individual is intended to be researched. Further, as “working
hypotheses'' implied the relation between the demographic factors (achieved educational levels and
gender in particular) and the levels of ethical sensitivity (supposedly leading to ethical
consumption), this was reflected in the structuring of the focus groups.
4.3.1 Sampling
Andorfer and Liebe (2011, p.422) in their review of Fair Trade research conclude: “whether results
of individual Fair Trade consumption can be generalized beyond the immediate context of a study
depends on the type of respondent sample that researchers use”. Next, authors refer to convenience
sampling as prominent when the aim of the research is to test general propositions about individual
Fair Trade consumption; and therefore the need for probability sampling is omitted (Andorfer and
Liebe, 2011, pp.422-423). Similarly, this study has decided for convenience sampling among the
segment of young people with independent purchasing power and individualistic trait of lifestyle
(aged between 20 and 27) currently residing in Denmark (international students and Danes),
consisting of shoppers (shoppers in general and shoppers of Fair Trade products). The reasons and
justifications for decided sampling criteria are following:
Age:
 Covers the segment of young consumers;
 Depicts the distinction between achieved educational levels;
 Expects to grasp opinions of participants at relatively adequate levels of moral maturity.
Denmark:
 Country offers quality university education to the international students and both types of
participants (in educational levels) can be found here in order to conduct international
research;
 Level of English language comprehension and its use is high among county’s population and
so allows participants to discuss on the specific matter, excluding language as an obstacle in
international research.
Shoppers:
 Wider range of opinions is assured by greater heterogeneity of participants;
 As a precautionary measure avoiding self-claimed ethical consumers with tendencies to
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exaggerate claims that may violate the results.
All participants joined the focus group discussion voluntarily, asked to provide their opinions and
constructive insights in the discussion on the topic of Fair Trade. Note, that the explanation of
discussion's intention to the participants was self-contained and narrow; as the researcher tried to
avoid participants from sudden increase their knowledge of Fair Trade. This cagey recruitment
could have arisen ethical concerns, yet it served the higher purpose of more accurate data
cultivation. Recruitment provided as few input information as possible and rather emphasized the
importance of participant's constructive opinions and insights over the examination of their topic
knowledge. Although unfamiliarity with the topic about to be discussed might sound
disadvantageous for the participant, it was considered as out-weighted by the potential of gaining
authentic knowledge cultivated throughout the discussion (as the researcher claims that knowable is
socially constructed).
Planning the research on this rather sensitive topic (measurement of participant's ethical awareness
and sensitivity towards an issue), the group size and its participant composition were crucial, thus it
was customized to provide best possible conditions and atmosphere for data gathering. As the issue
of interest requires more extensive probing than is possible in standard group (6-12 participants),
decision was made to conduct the chosen method in mini groups (4-5 participants) (Malhotra and
Birks, 2006, p.169). In both groups, estimated size was 4-5 participants and each group consisted of
participants who had at least certain level of familiarity with each other (either as university coursemates or as former gymnasium schoolmates).
First group consisted of five participants, all course-mates from the master level program
specializing in globalization studies (ideal educational background in association with the Fair
Trade core philosophy of influencing more just and equitable global trade relations) among two
males and three females. As the degree is offered to Danes and international students, different
national backgrounds of the participants were present; yet this was not expected to affect the data in
any significant way.
Second group consisted of three participants (one no-show), all graduated out of same high school
but after that did not enroll in any higher education. The group consisted of two males and one
female; albeit the smaller group sizes neither timing nor the depth of the discussion were
significantly affected.
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Both discussions lasted approximately 75 minutes and the moderator (researcher) involvement was
limited to the situations where some guidance from the moderator's side was considered necessary
for covering certain theme helpful for data acquiring. At the beginning, participants were informed
about the use of recording device during the discussion; about the rules of the discussion; and
assured of the anonymity of their opinions. For the overview of the themes (sourcing from the
conceptual as well as theoretical frameworks) covered in focus group discussion, please see the
Appendix 1 of the project.
At one point of the discussion, when the participants have opened themselves and provided their
knowledge and shared their opinions (knowledge of emic origin), visual aid in form of 6 printed
handouts containing illustrations were used. Two types of illustrations were used:
 2 photographs of FT product range (referred to as Basket picture and Table picture)
 4 collages where FT producer and FT consumer are depicted together and connected through
the product (referred to as Coffee picture, Rice picture, Pineapple picture and T-shirt
picture).
In accordance with Bryman (2008, p.519), these visual aids were used as prompts to entice
participants to talk about what is represented in them. Researcher aimed to use mentioned visual
aids for this reason and so their selection was subject to provision of more varieties of FT depiction
and therefore they shall enhance topic of such complexity and abstractness. Please see the used
official promotional FT material for non-commercial use in the Appendix 2 of the project.
Both discussions altogether consisted of four male and four female participants; four Danes and
four international participants; while five participants were master university students and three
were never enrolled at the university but finished gymnasium as secondary education. The age
range of participants was between twenty and twenty-seven years old. Both discussions were
afterward transcribed verbatim and these transcribes served for the following analysis. Two sets of
analysis will be performed. First, an analysis of the relation between ethical sensitivity and the
achieved educational levels of the participants will be provided. Second, the relation between the
gender and ethical sensitivity will be observed. The reason for separate analyses is that an integrated
analysis would be rather confusing for the reader.
Although bringing up the strong points of the focus group discussion justified its choice in this
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project case, it is necessary to mention limitations of this empirical research method as well.
Bryman and Bell (2007, p.525) point out difficulties with organization; moderator difficulties with
control over the proceedings; unequal share of opinions among the reticent and talkative
participants; difficulties with transcription; and difficulties with analysis. The last, but not least
important limitation of the chosen research method for analyzing is that unlike in conducting the
personal interviews where each participant provides answer to each question, focus group
discussion do not share these equal response rates of topics discussed. Therefore this limitation shall
reflect in the analytical part most significantly. Nevertheless, all mentioned limitations were taken
under the consideration before conducting the focus group discussion and moderator put effort to
get involved in the proceeding only when necessary, as well as tried to provide neutral yet
comfortable location for the discussion (university facility and refreshments provision).
4.4 Data processing
Analysis of such abstract notion as ethical sensitivity in such specific form as Fair Trade
consumption requires unique system for data processing. Preparation for each analysis extracted the
strategy from conceptual and theoretical frameworks; whilst each theme covered in discussion was
assigned certain ethical charge/importance.
4.4.1 Instruments for moral assessment
Investigating abstract values of emic origin is challenging, especially when the nature of social
reality is perceived from interpretevist point of view the truth is subjective; it unfolds inside-out
and through the narratives. Due to these challenges of rather significant magnitude, an adequate
effort was put by the researcher in generation of customized instruments (based on the knowledge
gained in deductive stage of the study) for the cultivation of data during the focus group
discussions. However, it was the measurement of ethical sensitivity itself requiring these
instruments in order to sustain doability, manageability and accomplishability of the anticipated
goals.
Following instruments aimed for participant engagement in discussing moral aspects of
consumption and utilized respondents to:
 Share their knowledge of ethical issues in connection with consumption;
 Ascribe the values of fairness and morality;
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 Comment subjectively on various aspects of consumer behaviors;
 Assess positive, negative or neutral value to the outcome of consumer behaviors;
 Express their personal interpretation of how to consume ethically;
 Present themselves as ethical consumers;
 Express their perception of Fair Trade consumption.
Final instrument employed the concept of Fair Trade, as it was considered convenient example of
ethical consumption with several advantages. First, through participant contemplation on Fair Trade
phenomena, researcher tried to compensate difficulties associated with discussion on topic of
abstract nature. Second, using more specific example of ethical consumption enhances the
feasibility of analysis on participant ethical sensitivity. Third, determining dominant ethical
behavior in the discussion shall serve following deduction process, where the collected findings will
be synthesized. Last, choosing concrete case of ethical consumption such as Fair Trade concept is
expected to increase transferability and applicability of the findings.
4.4.2 Measurement of ethical sensitivity
Acknowledgment of moral problem is considered a prerequisite for estimating ethical sensitivity. In
the search of moral problem, following relationships (implied from chosen concepts and theories)
are crucial to adjudge:
Morality perception is of emic and equity-promoting nature. Individual morality, as subjective set of
norms (requires ethical conscience), is reflected in moral behavior and sources from moral
self-perception. Moral self-perception is influenced pro-actively by good behaviors and
counter-actively by bad behaviors. The goodness of behaviors is to be judged by the
participant/group of participants. Moral behavior originates in constant compensation between
self-identity and ethical obligation. Self-identity can be recognized and expressed, allowing the
participants to express their ethical concerns. Ethical obligation advocates ethical behavior of
expected positive outcome. Ethical obligation has two forms: voluntary or anxiety-ridden. In case of
Fair Trade, ethical obligation is assumed to be responsible for positive claims about Fair Trade.
If participants themselves decide to participate in ethical consumption, this can take several forms
as it could be interpreted individually. Two main directions of ethical consumption interpretation
stand out: lowering the levels of consumption; and the choice of more ethical alternatives
without necessity for decreased consumption. The former interpretation can lead to practice of
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voluntary simplicity; the latter has range among organic, animal-safe/cruelty-free, local and Fair
Trade consumption. If the respondents discuss case of Fair trade consumption, perceived level of
de-commodification achieved by Fair Trade organizations; and view on the efficiency of buycott
activist gesture are of the researcher's interest.
Moral aspects are to be contained in ethical behavior. It was claimed that in the case of
consumption, its moral aspects ought to be acknowledged by its actors (consumers). In this
connection, greater the awareness and larger-scale recognition of ethical aspects in
consumption; the higher the ethical sensitivity shall be. However, if the participants propose
more ways of practicing ethical consumption and actively participate in these practices, their
ethical sensitivity is considered of high levels as well. The former ethical sensitivity will be given
attribute theoretical and the latter will be referred to as practical.
4.5 Generalizability of the findings
Research criteria such as reliability, replicability, and validity are important to include in social
research. However, given the interpretive (constructivist) paradigm and the qualitative research
method (focus group discussion), fulfillment of these criteria is expressed in unconventional
manner. Lincoln (1990; in Firestone, 1990, p.113) as a constructivist theorist rejects the notion of
generalization. As Firestone (1990, p.113) clarifies this notion:
When multiple realities rule, each situation is unique or at least the extent to which
guidance can be drawn from the situation and applied to another cannot be assessed
at the end of the study. Instead, it is replaced by the concept of “transferability”,
which is not assessed by the researcher but by the reader. The information that
permits the reader to assess transferability is a thick description of the situation
studied with all its particularities.
Carson et al. (2001, p.129) concludes on the criteria of chosen method:
Focus groups are most useful when they produce new results. However, the results of
focus groups are not generalizable to the larger population, as the participants may
not be truly representative of the target population. Therefore focus group
researchers should concentrate on analytic generalizability, if this is desired, rather
than statistical generalizability.
For this particular piece of research it is rather suitable to employ transferability (as generalization
of the findings) and point out the limitations of chosen research design as well as leaving the reader
on his or her own to assess criteria of conducted research. Study's strength is perceived in its ability
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to be interpreted by multiple readers in multiple ways and not dictating them the only truth. The
flexibility of the results shall contribute positively on the further, more in-depth specialized research
that can be fruitful in answering questions which these results might arise.
5. Analysis
Analysis of the gathered data in qualitative strategy restrains the researcher from their
quantification, as the ethical sensitivity will be impossible to express or measure in numbers.
Ethical sensitivity in given context is rather perceived in the quality of the respondents' narratives.
Since the need for expression of the levels of ethical sensitivity is recognized, it ought to be
achieved through the interpretation of respondent narratives and assessment the degree of ethical
sensitivity to these narratives.
5.1 Achieved levels of education and ethical sensitivity
Globalization processes concern entire population in one way or another. Due to their complexity,
individuals rarely feel direct connection to them. The capacity of human mind is limited in the
amount of knowledge it can bear and so each individual scales the extent to which he or she is
interested in certain aspects of reality and decides over own worldly concern. Conducted study has
chosen individuals that appear to have different levels of concern in the terms of their achieved
educational levels. First group (FG1) represents students of international origin pursuing their
master level university education in cultural and global relations. This group is perceived as highly
motivated to receive broader and worldlier comprehension of processes that affect the population of
our planet through the education. Second group (FG2) consists of individuals who after the
gymnasium (secondary institution) graduation did not decide to continue in their education at the
university level. Here, the researcher feels obliged to express no judgmental opinions, as the
motivators of these two distinct decisions are not subject of discussion or evaluation. This
distinction between the achieved levels of education ought to serve the purpose of distinction within
the selected demographic variable of the study's participants. It is the center of researcher's attention
to seek any patterns by which two researched group differ or assimilate in the ascribed levels of
ethical sensitivity.
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First, the ratio between the consumption practices of positive values and the consumption practices
ascribed negative values provides interesting distinction. Within GF1 itself, consumption behaviors
that were considered by the group as negative outnumbered several-fold (4-5 times more) the
consumption practices that were ascribed positive values. Within GF2, this ratio was in greater
harmony; however consumption practices perceived as bad outweighed the good consumption
practices. Goodness or badness of the consumption was also expressed with help of the terms
morality and fairness (good
fair, ethical; bad
unfair, unethical). Above observation can be
explained in following manner: higher educational levels were achieved, higher was the tendency to
express negative over the positive aspects of consumption. Supposedly, the greater the knowledge
of global affairs, the more critical and pessimistic an FG1 participants became in expressing their
own ethical sensitivity. High level of ethical concern, nevertheless critical, was assessed high level
of ethical sensitivity. This sensitivity was attributed by the author as theoretical sensitivity.
Second, the ethical sensitivity of practical attribute was to be observed. In FG1, the reference to
the fact, that all of the participants are pursuing education that is related to the discussed topic in
one way or another was brought into discussion by one member. However, this fact was not
reflected positively in the individual ethical consumer behavior in FG1. In FG2, participants
expressed more thought-through implications of their own ethical behaviors (making shopping lists;
buying products closer to the expiry date in order to avoid stores to trash expired food;
dumpster-diving; buying seasonal products; growing own vegetables). Active participation in Fair
Trade consumption was low and equally represented (1 participant) in each group. When comparing
the response rate of individual ethical consumption behavior and its alternatives, FG2 was
represented by the participants more engaged in ethical consumption, often executing these
practices simultaneously.
5.2 Gender and ethical sensitivity
Drawing on Parker's claim that belonging to female gender group has positive influence on the level
of ethical sensitivity (2002, in Bray et al., 2010, p.599), it was intention of the researcher to
represent each gender equally in order to make it possible to measure. Responses from four females
and four males were analyzed from the focus group discussions transcribe (Appendix 3). Albeit the
separate focus group discussions for each gender were not conducted, analysis of both theoretical
and practical ethical sensitivity were in this instance possible. Transcribes of both discussions
enable gender analysis, if responses of the participants of same gender were extracted and grouped
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into female gender (IGU, CMU, MSU, JMG) and male gender (APU, MGU, MOG, SGG).
First, responses concerning value judgments over the consumption practices were grouped and
assessed. Again, goodness or badness of the consumption was also expressed with help of the terms
morality and fairness (good fair, ethical; bad unfair, unethical). Both females and males provided
equivalent amount of positive value judgments, however negative value judgments at females
doubled over those of males. In the terms of theoretical sensitivity, females therefore provided
more ethical aspects of ethical consumption and therefore were assessed higher level of ethical
sensitivity.
Second, the degree at which each gender actively participates in ethical consumption expressed in
individual practices (practical ethical sensitivity) will be compared in order to determine which
gender group will be assessed higher level of practical ethical sensitivity. Female gender shared
approximately twice as many forms of how they participate in ethical consumption in comparison to
males. Also, half of the female respondents were already participating in Fair Trade market at least
occasionally; while males did not consume Fair Trade products arguing this fact by preferring other
alternatives or their budget restrictions. Majority of practices of ethical consumption, whether Fair
Trade or not were prevailing in the female group, assessing this group higher levels of practical
ethical sensitivity.
5.3 Fair Trade ethical sensitivity
Participant association toward Fair Trade concept (FT) provided more pitfalls than it was expected.
An inconsistency between the ethical obligation and self-identity among the both groups (FG1,
FG2) was reoccurring toward FT purchase:
 FT is environmentally friendly transportation to consumer leaves carbon footprint;
 FT establishes just price for the producers prices are not affordable for the consumers;
 FT adds social value to the products it uses guilt tactic on its consumers;
 FT stands on great idea it serves as symbolic buy;
 FT promotes sustainability it excuses over consumption as its amends;
 FT fights capitalism by employing capitalist methods;
 FT re-bonds producer and consumer (de commodification) traceability is impossible;
 FT serves as means of consumer activism (buycott) single consumer will not accomplish
significant change.
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In both cases, groups expressed great deal of criticism and contradictory expressions over the Fair
Trade. Often, Fair Trade was less preferred by the respondents, if choice of different ethical
consumption practices was available.
6. Conclusion
Conducted study took challenge to investigate highly abstract topic within the specific context.
Interest laid in the ethical sensitivity levels found among the young international shoppers in
connection to ethical consumption, Fair Trade in particular. Since the ethical markets encounter
with the difficulty of say-and-do inconsistency among its consumers, investigating ethical
sensitivity aimed to contribute in filling the attitude-behavior gap in ethical consumption. Literature
on this phenomenon provided two controversial statements: demographic factors affect the levels of
ethical sensitivity; there is no influence of demographic factors on the levels of ethical sensitivity.
Taking the first affirmative claim as point of departure, two demographic factors (achieved
educational level and gender) were chosen to investigate in relation to the ethical sensitivity. Based
on the statements that ethical sensitivity ought to be higher if lower educational levels were
achieved, and that higher ethical sensitivity can be found among females, working hypotheses were
constructed.
Comprehension of ethical sensitivity and chosen context of ethical consumption were prerequisite
for this research. Employing holistic approach (ethical, social psychological, sociological and
political aspects) and broad in-depth literature review led to the creation of conceptual and
theoretical frameworks necessary for conducting the research and following measurement of ethical
sensitivity.
Two focus group discussions proportionally represented by young participants with investigated
demographic features were conducted. These discussions provided data for the measurement of
participant ethical sensitivity levels. However, assessment of the ethical sensitivity encountered
with obstruction that was resolved by the researcher in distinction of two attributes of ethical
consumption: theoretical and practical. If both types of ethical sensitivity were associated with
certain demographic factor, it was interpreted as high ethical sensitivity.
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In the comparison between the group of MA level university students and gymnasium graduates
never enrolled at the university, it was problematic to assess which group has higher level of ethical
sensitivity in general. High theoretical sensitivity was ascribed to the group of university students
and high practical sensitivity to the group of non-students. However, these results provided
interesting explanations. Higher educational levels account for increased ethical sensitivity in the
levels of comprehension, and this broad conscience of the ethical issues related to consumption
often resolves in skeptical and pessimistic attitudes impeding participation in ethical markets.
Lower levels of achieved education can be characterized by participation in ethical consumption as
common-sense. It is important to emphasize that the researcher does not perceive this segment in
any degrading way, as it consists of highly conscious participants who developed their ethical
consumption practices based on sustainability in local rather than global scale.
Distinction of ethical sensitivity levels for each gender was more cohesive. In general, female
participants have been assessed higher level of ethical sensitivity than males because they
represented the majority characterized by higher theoretical as well as practical ethical sensitivity.
Possible explanation of this finding is that females in general are highly interested and more
concerned about ethical consequences of their consumption and often involve themselves in
activities to increase the positive ethical character of their everyday consumption.
To conclude, several characteristics of this study shall be pointed out, as they are considered
influential to presented results. First, context of Fair Trade as specific form of ethical consumption
employed for investigation of participant ethical sensitivity encountered certain difficulties. Even
though the participants were discussing on Fair Trade, the discussion had tendency to reach out this
context. Also, high degree of contradictory statements about Fair Trade had tendency to form
skeptical and cynical attitudes in ethical consumption perception. Next, as study was restricted in
time and scale span of conducted empirical research posed by the semester project, it is
recommended by the researcher to continue in the further investigation of ethical sensitivity. A great
potential lays within this hot to discuss yet insufficiently explored phenomenon.
The study aimed to bring more clarity in the postulates about the attitude-behavior gap and
successfully investigated the relation of chosen demographic factors on the ethical sensitivity
applied for ethical consumption. As the globalization processes and their positive or negative
impacts affect whole mankind, this topic is attributed high importance. Achieving sustainability in
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consumption a tipping point where people consume in accordance with their needs without harmful
consequences on others or the environment is the desired state of the art.
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